INTRODUCTIONThe P&G community consists of nearly 98,000 people working in almost 80 countries worldwide. What began as a small, family-operated Soap and Candle Company now provides products and services of superior quality and value to consumers in 140 countries. Scope was introduced in 1967 by Procter & gamble, which is one of the most successful companies in the world. P&G philosophy is to provide superior quality and value that best fills the needs of the consumers; it was recognized as a leader in the Canadian packaged goods industry. P&G Canada has five operating divisions, organized by product category. The divisions and some of their major brands are: 1- Paper products: Royale, Pampers, Always

2- Food and beverage: Crisco, Pringles, and Sunny Delight.
3- Beauty care: Head & Shoulders, Pantene, Cover Girl, Max Factor. 4- Laundry and cleaning: Tide, Cheer, Mr. Clean, Cascade.
5- Health care: Crest, Scope, Vicks.Each division has its own brand management, sales, finance, product development and operations line management and was evaluated as a profit center. Gwen Hearst, Scope Mouthwash Brand Manager for Procter & Gamble, Inc is preparing a three year strategic plan for Scope in the Canadian market. Her responsibilities focus on three central areas: maximize the market share, volume, and profitability of the brand. She needs to develop a strategy to compete with a new market entry, Plax. Plax has targeted fighting plaque as a new benefit for mouthwash. In two years, Plax has gained 10% of the market during a time when the market growth rate has been declining. The Scope brand has maintained a constant market share level with slight decline and still retains largest percentage of the market.

FACTUAL SUMMARYIn studying the current situation and preparing for a strategic plan, Gwen Hearst reviewed the available information and surveys for the mouthwash market and Scope. Her research showed that 75% of Canadian household use 1 or more mouthwash brands. The company’s market research revealed that users could be segmented into “heavy” users that comprised 40% of all users, “medium” users that comprised 45% of all users, and “light” users that comprise 15% of the user market. The company also researched the factual reasons of consumers for using mouthwash. The results showed that people used mouthwash for basic hygiene, to get rid of bad breath, kill germs and many other minor reasons. Also surveys of mouthwash user’s image of the major brands were conducted, based on several attributes such as, reducing bad breath, killing germs, removing plaque and others. Plax achieved a strong image on removing plaques and healthier teeth and gums, whereas scope scored a weaker image on those attributes. In analyzing the Canadian mouthwash market share the data showed that Scope had the highest market share among all brands, but there was a big difference in the share held by Scope in grocery stores 42%, versus drug stores 27%. Competitive data were also collected for advertising expenditures, and the results were that most of the advertising expenditures were of the leading brands Scope, Listerine and Plax accounting for 90% of all advertising. As for the retail prices, both Listerine and Plax had the highest prices among other brands in food stores, whereas Scope, Listerine and Listermint had the highest prices in drug stores. And in comparing Scope market share between Canada and USA, the results showed that Scope in Canada takes 33% of the market share, while USA Scope’s market share of 21.6% came after Listerine, where Listerine held 28% of the mouth wash market share in America.

CASE PROBLEMThe Canadian mouthwash market is expending at a rate of 5% per year and plague-fighting segment consists of 10% of this market. As of the time of the case Plax is the only player in the segment. The key issue is what strategy should P&G adopt to capitalize in this emerging market.

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I. Situation Analysis
William Procter, a candle maker, and James Gamble, a soap maker, formed this global and Fortune 500 Corporation in 1837 (corporate profile). Procter and Gamble (P&amp;G) is headquartered in Cincinnati, Ohio. These two entrepreneurs and inventors were immigrants from England and Ireland respectively; who have chosen for some reason to settle in the Cincinnati area. The company manufactures a wide variety of consumer goods including beauty, household, health and wellness products. According to CNN Money, “in the early parts of 2007,P &amp; G was the 25th largest U.S Company by revenue, 18th largest by profit, and 10th in Fortune’s Most Admired Companies list”. “Touching Lives, Improving Life” is the corporate motto which is exemplified in their 138,000 employees and loyal customers...

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Final MBA Exam
Take-Home Exam
Procter & Gamble (Scope)
Answer the Following Questions (Please pay attention to tables and figures disclosed in the case) pay attention to all issues required in questions! Extremely brief answers or copy and paste from the case or the book or the slides, are not acceptable!
Question 1:
Do you consider P&G a sales, product or marketing oriented firm? Why? Did P&G follow product development, market development, and market penetration or diversification strategy?
As inferred from the case and all its relative presented data, one can conclude the P&G is market oriented firm, they take in their account the customers wants and need with in depth studies of all life activities of consumer to offer them the product that give them difference by the new values.
regarding the Ansoff's product/market Expansion Grid , the Procter & Gamble inc, are using market penetration strategy as they are already in the market and already have the product in the market so they are targeting to increase seals for this product but if they decided to introduce a new rinse product then they will have to follow product development strategy because they will offer a new product to the current market...

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Procter & Gamble, Inc.
ScopeProcter & Gamble, Inc.
Introduction
Procter & Gamble is one of the most successful multinational consumer goods company in the world. The company’s brands are available in 140 countries and had net earnings of $1.6 billion in 1990. P&G executives attribute their growing market share to the ability to develop innovative products that meet consumers’ needs.Procter & Gamble operates in five divisions that include paper products, food and beverage, beauty care, health care, and laundry/cleaning.
Marketing Issues
As Scope’s brand manager, Gwen Hearst was pleased with the 1990 yearend report as Scope maintained a 32 percent share of the Canadian mouthwash market. Heading into 1991, her main concern is the growing demand for Plax, a prebrushing rinse known to fight plaque. Since 1988 Plax had gained a 10 percent market share and was showing no signs of decline. Plax ignored the “fresh breath” and “germ killer” benefits offered but Scope and focused its product on “plaque fighting”. Hearst is challenged with presenting a marketing plan to senior management that would allow Scope to gain additional market share and overcome the potential threats from Plax. She needs to determine if it’s best to introduce a new product to compete with Plax or concentrate efforts on growing the...

...Procter & GambleScopeCase Analysis:
Scope, a green mint tasting mouthwash, was positions as a great tasting mouth refreshing brand that provided bad breath protection. It is the first brand that offers both effective protection against bad breath and a better taste than other mouthwashes.
Scope was introduced in 1967 by Procter & gamble, which is one of the most successful companies in the world. P&G philosophy is to provide superior quality and value that best fills the needs of the consumers; it was recognized as a leader in the Canadian packaged good industry.
P&G Canada has five operating divisions, organized by product category. The divisions and some of their major brands are:
1- Paper products: Royale, Pampers …
2- Food and beverage: Crisco, Pringles ….
3- Beauty care: Head & Shoulders, Pantene ….
4- Laundry and cleaning: Tide, Cheer …
5- Health care: Crest, Scope ….
Each division has its own brand management, sales, finance, product development and operations line management and was evaluated as a profit center.
Scope’s brand manager Gwen Hearst planned, developed, and directed the total marketing effort for Scope; she was responsible for maximizing the market share, volume, and profitability of the brand.
However, in 1970 Scope became the market leader in Canada, but it was not the only brand in...

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1) What significant changes have occurred in the Canadian mouthwash market in the past three years?
The mouthwash market had grown on an average increase of 3% per year for 12 years. Then in 1987, with the introduction of new flavors it shot up 26%, and after that it continued at a steady increase of 5% per year. Originally, Listerine was the market leader. It positioned itself as a germ killing mouthwash that eliminated bad breath. Scope was introduced in 1967 as a green, mint-tasting mouthwash that was mouth refreshing and provided bad breath protection. Scope branded itself not only protection to bad breath, but also that it tasted better than the other mouthwashes available. Competitors of Scope were launched such as Listermint, which held 12% of the market, and Cepacol, which held 14% of the market share. Other major changes in the market included Listerine started to shift its strategy to include that it not only helps bad breath but also fights plaque and prevents inflamed gums. Fluoride was also added and Listermint obtained the seal of the Canadian Dental Association. Many different flavors of mouthwash were introduced into the market. This expanded the market but did not increase of particular brands market share. Colgate Fluoride Rinse was also launched into the market in 1988, however it did not gain any significant market share. In 1988,...

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ADMN 404: Assignment #2
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EXECUTIVE SUMMARY
Procter &amp; Gamble started in 1837 with William Procter and James Gamble coming together to make and sell candles and soaps. This simple business has since transformed into a global manufacturing, distribution and marketing company providing over 300 brands to consumers. Today, Procter &amp; Gamble is the world’s biggest consumer products company with more than $80 billion in sales. It manufactures and produces a variety of products that feature a high standard of quality, practicality and value.
Procter &amp; Gamble operates by their mission to improve the lives of the world’s consumers every day, by touching lives in small but meaningful ways. Integrity, trust and respect for others are fundamental values that drive the day-to-day working methods and decision-making of P&amp;G, and are enforced by a code of ethics that ensures a high standard of quality and morals.
P&amp;G enjoys the opportunities that are brought about by the eradication of trade barriers, improvements and developments in Internet and IT, as well as new, emerging and expanding markets and types of consumers. However, P&amp;G must accept challenges in regards to product stagnation, unsafe product ingredients, a highly competitive...

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Questions:
1- P&amp;G’s impressive portfolio includes some of the strongest brand names in the world. What are some of the challenges and risks associated with being the market leader in so many categories?
Indeed P&amp;G’s portfolio is one of the most powerful portfolios of trusted brands which includes Ariel, Febreze, Pampers &amp; Pampers Kandoo, Gilette, Oral-B…The company is the leader in 15 of the 21 product categories in which it competes,...

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Procter & GambleCaseStudy Contributors: Kyla Porter, Gladys Moreno, Jennifer Peters, Jessica M. Hernandez. California State University San Marcos
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TABLE OF CONTENTS
Company Summary Business Description Company Timeline Company Analysis Business Developments- A Review Discussion of Business Strategies 1. Expanding Their Portfolio 2. Developing Adjacencies 3. Entering New Categories With Disruptive Innovation 4. Growing Share 5. Growing Markets SWOT Analysis Strengths Weaknesses Opportunities Threats Financial Performance Competition Synopsis Human Resource Practices and Initiatives Conclusion 3 3 4 5 5 6 7 7 7 7 8 8 8 10 11 12 12 12 16 18
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Company Summary
Business Description
Procter & Gamble Company is a global manufacturer and marketer of dozens of consumer products. Above the many products it markets are more than 300 brands that can be found in more than 180 countries across the globe. These countries include the Americas, Europe, the Middle East, Africa, and Asia. Procter & Gamble (P&G) is primarily entrenched in three areas of consumer goods that includes: Beauty and Grooming, Health and Wellness, and Household Care Products. These are referred to as the companies Global Business Units(GBUs). The Beauty and Grooming GBU ranges from primary products such as razors and toothbrushes to supporting products like toothpaste and shaving...